Gregg L. Witt, Derek E. Baird

The Gen Z Frequency

How Brands Tune in and Build Credibility

• Broschiertes Buch

Produktbeschreibung

Connect your marketing with youth culture and resonate with Generation Z using this expert guide, packed with proven strategies and usable frameworks for effective youth marketing.

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Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 8352
• Seitenzahl: 256
• Erscheinungstermin: 25. September 2018
• Englisch
• Abmessung: 237mm x 156mm x 17mm
• Gewicht: 345g
• ISBN-13: 9780749482480
• ISBN-10: 0749482486
• Artikelnr.: 50428823

Autorenporträt

Gregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016. Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.

Inhaltsangabe

• • Chapter - 00: Introduction: are you tuned in to Gen Z?;
  • Chapter - 01: A true story of finding youth culture relevance;
  • Chapter - 02: Gen Z: a sociological perspective;
  • Chapter - 03: The five foundational truths of youth marketing;
  • Chapter - 04: Aligning with youth culture in an era of individuality;
  • Chapter - 05: Reveal insights and fuel ideation with Gen Z;
  • Chapter - 06: The youth culture engagement playbook;
  • Chapter - 07: Social strategies and tactical considerations;
  • Chapter - 08: Content strategies and tactical considerations;
  • Chapter - 09: Building community with Gen Z;
  • Chapter - 10: A primer on social and influence media valuation;
  • Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
  • Chapter - 12: Epilogue: stories from the youth marketing trenches;
  • Chapter - 13: Glossary;

Rezensionen

"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok - formerly musical.ly - and Vigo Video)